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advertising

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We provide full advertising, marketing, communications and strategic services, from 360 campaigns for international firms, to tactical projects for local small businesses.  Our services include planning, research, production, media placement and others.  Following are some examples of our work since our foundation in 2004.  Also, some of the experience we brought from other prestigious firms.

CASE STUDIES

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Prior to Vogárs, we handled accounts such as Ford Motors Company, Sears Roebuck, Destilería Serrallés, Procter & Gamble, Plaza Las Américas, Motorola, Coca Cola, Advance Auto and others.   A good example of that experience is the launching of Don Q Limón, for our client Destilería Serrallés, as a line extension to their flagship brand Don Q Cristal.  We developed the communications strategy, produced a 360 multimedia campaign, that included social media, promotions and public relations.   

In the late '90s, flavored spirits, mainly rums, were a trendy category by itself, dominated by international brands such as Bacardí, Absolut and others.   Don Q saw an opportunity supported by their leadership in the Island, a smooth tasting lime formula and an upscale image of the Don Q brandname.  

We studied the demographics of the category and the attributes of the product and found a niche in the young professional adults of middle up+ socioeconomic level.  

Psychographics research showed that the males of this group were ambitious entrepreneurs that valued challenges and achievements over material possessions.  The females were career oriented that admired that kind of individual.  

We created Lánzate a la Conquista (Go for the Conquest) as a concept and slogan.  We capitalized in the image of El Quijote in our logo as an idealist dreamer, but as a fit and dynamic character, instead of the traditional skinny image.

We created a graphic identity with colors, textures and shapes that permeated in everything related to the brand: TV commercials, radio, newspaper ads, print material, social media, promotional materials, giveaways, etc.  We also executed an aggressive promotional plan for the on-premise and take-home markets.   The result was one of the most successful launches in the distilled spirits industry in Puerto Rico with over 80,000 cases the first year.  Above is a sample of a newspaper ad to emphasize the mixability of the brand. 

Don Q Limon
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Vogárs handled an Islandwide multimedia and promotional campaign for Uno Chicago Grill, capitalizing in the opportunities inherent in the name.

Uno Chicago Grill
is an international food chain in the highly competitive casual dining market in Puerto Rico.  They needed to create a brand identity and increase awareness within a challenging budget.  The retail side needed to promote products, services and programs.  We designed and executed a very efficient full media campaign directed to their market of young working adults of middle high economic level.  We took advantage of the name to create unique concepts that ensured correct brand identification.  The campaign included:
     - TV and video productions
     - Radio commercials
     - Newspaper and magazine ads
     - Digital signs
     - Outdoor signs (D-boards, street banners, etc.)
     - Door to door flyers and promotional materials.
Sales increased from 12 to 20%.  During the campaign they experienced a remarkable increase in brand awareness and product recognition.   

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Radio Commercials
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Uno- padres 2013
Uno Solo Uno
UNO Tito y Tita
Uno Chigago Grill
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Vogárs developed and produced a full media campaign for Fuddruckers based on their slogan as coined in their logo: World's Greatest Hamburger.

 Fuddruckers is a well known fast food chain specialized in hamburgers, the most competitive category of the industry in Puerto Rico.  With 6 stores in the extended Metro-area and Mayaguez, Fuddruckers needed to be extremely efficient in their marketing approach.  We developed a well-designed strategy to identify and cater a niche in their regions: families willing to pay extra for quality and service.  We took from their logo the phrase "World's Greatest Hamburgers" to communicate worldwide quality recognition.  The creative concept showed people from all around the globe coming for the best in the world, Fuddruckers.  We produced and placed regional radio, print, outdoor signage and direct promotions.  Also, developed print ads for specific promotions, like the birthday specials (below).  To attract the younger segments, we were very active in social media.  As a result of these efforts, traffic and sales increased in double figures.   

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Radio Commercials
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Fudds One pounder 2013
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We supported the opening of new Papa John's restaurants around the Island and increased their regional presence with media and door to door promotions. 

Papa John's was an expanding franchise in Puerto Rico, needing to increase their awareness amidst the competitive category of fast food Pizza.  Vogárs created and produced an aggressive regional radio campaign, and conducted a direct home and postal distribution of promotional material and flyers to cover approximately 150,000 homes in the proximity of each store.  We also supported the opening of new stores with well publicized events that included music and entertainment.  

Radio Commercials
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Papa John - Puchungo
Papa John Traductor
Bacon Cheeseburger Pizza
Papa Johns Internacionales
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Magnets

Papa Johns
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We helped Three A Press, a Lajas based printer, gain awareness within the Metro Area business community, capitalizing in their high-tech capabilities.

 

Three A Press is a large hi tech printing and packaging company located in Lajas, on the Southwest of the Island, serving mostly wholesalers and large companies. They saw a business opportunity expanding into the advertising industry.  However, the business community of the San Juan Metro area, where most agencies were located, had low awareness about their profile and capabilities.

Vogárs created a campaign that combined the concept of high tech and their location.  The ads, called "UFOs", explained recent UFO sightings in the Lajas area as highly demanding clients looking for the most advanced printing technology.  Other execution, called "Clones", communicated how advanced they are.  The campaign included print media, outdoor, direct marketing, media tours and publicity. (Click here for Public Relations section)

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3A Press

Independent Pharmacies

Small businesses require the same level of attention and strategic planning process than large companies, tailored to their particular needs and circumstances.  A good example is the work we did for a group of community pharmacies.  We analyzed the category, their region and their attributes, among other considerations to create a marketing and communications campaign for each one. 

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Farmacia Ivette campaign was based on the profile of the demanding residents of the area.

 

Farmacia Ivette is located in a middle-high urban area in Guaynabo.  Also, the residents are known to be specially demanding.  Farmacia Ivette had just refurbished their facilities to a more modern appearance and comfortable layout, in addition to an improved inventory, veterinary division and compounding center.  We positioned Farmacia Ivette as an important asset that contributes to the desirability of living in Guaynabo.   We created a graphic identity to support their different divisions.  The advertising campaign included newspaper and magazine ads, radio commercials, outdoor signs and website (Click here for Websites section)

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Dia de las Madres
Radio Commercial
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Farmacia Villa Caparra strategy was based on their privileged location.

 

Farmacia Villa Caparra had been located in a high traffic area for over 50 years.  Looking for a uniqueness that could create curiosity and awareness, we found that we could claim there was no other pharmacy on 30 miles along the road.  Therefore, we based our campaign on the convenience of its location.   The main media was outdoor, radio, shoppers, distribution of flyers door to door, frequent buyer cards and regional newspaper.  We also promoted their special programs and divisions, like Compounding Pharmacy and Veterinary prescriptions. 

 

 

 

 

 

Farmacia Vargas campaign focused on their longtime relationship with their community.

 

For over 60 years now, Farmacia Vargas has been a landmark in one of the oldest and most densely populated areas in San Juan.  They count with a very loyal aging clientele.  However, the emergence of national pharmacy chains, like Walgreens and CVS, and the new trends in technology and communications, affected their traffic and their attractiveness to the younger segments.  We recommended a makeover of their facilities, and launched a media campaign called "Lifetime Relationships", appealing to young mothers, caretakers of their parents and children.  Also, created executions focused in their advantages, like location and vast inventory.  

The campaign included direct mail, outdoor, radio, and others.  Also, we installed a digital billboard to rotate ads of the pharmacy and of private clients as well.  (Click here for details at Signage section)

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Farmacia Iette
Frmacia Villa Caparra
Farmacia Vargas
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We can produce effective campaigns not only for large international clients, but for small local businesses as well. 

 

A good example is Unifit Gym, that opened doors just a week before the mandatory closing for the Covid pandemic.   When the government loosened the restrictions, people were still hesitant to attend gyms and other public places.  We needed to do an aggressive campaign to retain members and attract new ones. 

First, we designed the graphic standards for all communications and advertising.  We also coined the slogan El Más Completo (The Most Complete), to infer that a small-town gym was as complete with new state of the art equipment as a big chain like Planet Fitness.     

Our efforts were centered in social media, with different executions to reassure our sanitary measures and to boost enthusiasm in training again.  (Click here for details at websites section) 

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Unifit

Overseas

We have handled projects overseas.  We can run 360 campaigns or contribute with the regional marketing or advertising agencies in any portion of the process they need.  Following are some examples.  

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We supported General Electric's launch of their new line of appliances Artistry Series in Trinidad & Tobago with a multimedia campaign that included press, outdoor, coop advertising and point of purchase material.  We made an alliance with a local agency for media placement and regional accuracy.  Arts were produced locally and media plan and placement was completed through the TT agency.   
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Spanish bank BBVA is a top financial institution in Laredo, Texas, that serves a large Hispanic population in the area through Laredo National Bank.  We developed for them a wealth management campaign directed to the business executive segment.  We produced the creative strategy, the graphic concepts and texts for them to executed locally.  The campaign consisted of informative printed material.  

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Passoa is the leader in the liqueur category in Puerto Rico, owned by the French group Rémy Cointreau.  Based on their local success, the brand asked their Puerto Rico broker at the time, IWS Brokerage, to develop creative concepts for their international advertising campaign, to be produced in France by their main agency.   
We went to their world headquarters in Paris to present the campaign, that included TV, outdoor, print and P.O.P material.  
This project is an example of our capacity to work projects overseas and in collaboration with the agency of record.  
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We performed a trade study for Motorola in Jamaica, that covered different channels of distribution in Kingston and other cities.  This included to identify opportunities for merchandising, signage and promotion.   We also helped them to establish alliances and contacts with the key players of the industry in the Island.  

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GE
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Passoa
Motorola

Institutional

Following are some examples of institutional campaigns aimed to promote an organization, brand or company.  This might include relevant public information to increase the credibility and reputation of the entity.  

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We developed a campaign for the HIV Treaters Association of Puerto Rico, to increase awareness about the importance of HIV tests, and against prejudice toward patients.  We created a print campaign for the Association that they could use with sponsors, and consisted of executions for different segments, like students, executives, and others.   

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Public Service and Government

We have vast experience in Public Service and Government accounts.  Some of them are:

  • Department of Health

  • Electronic Lottery

  • Puerto Rico Telephone Company

  • Office of the Commissioner of Financing Institutions

  • Ports Authority

  • PREPA

  • PRASA

  • Housing Department

  • Department of Transportation (DTOP)

  • Planning Board

  • Senate of Puerto Rico

HIVTMD
Senado
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